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Marketing

Author: Roger A Kerin; Steven William Hartley
Publisher: New York, NY : McGraw-Hill Education, 2019.
Edition/Format:   Print book : English : Fourteenth editionView all editions and formats
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Document Type: Book
All Authors / Contributors: Roger A Kerin; Steven William Hartley
ISBN: 9781260092110 1260092119
OCLC Number: 1059572023
Description: xliii, 734 páginas : ilustraciones ; 28 cm
Contents: SECTION 1: ASSESSING THE MARKETPLACE1 Overview of Marketing2 Developing Marketing Strategies and a Marketing Plan3 Social and Mobile Marketing4 Conscious Marketing, Corporate Social Responsibility, and Ethics5 Analyzing the Marketing EnvironmentSECTION 2: UNDERSTANDING THE MARKETPLACE6 Consumer Behavior7 Business-to-Business Marketing8 Global MarketingSECTION 3: TARGETING THE MARKETPLACE9 Segmentation, Targeting, and Positioning10 Marketing ResearchSECTION 4: VALUE CREATION11 Product, Branding, and Packaging Decisions12 Developing New Products13 Services: The Intangible ProductSECTION 5: VALUE CAPTURE14 Pricing Concepts for Establishing ValueSECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN15 Supply Chain and Channel Management17 Retailing and Omnichannel MarketingSECTION 7: VALUE COMMUNICATION18 Integrated Marketing Communications19 Advertising, Public Relations, and Sales Promotions20 Personal Selling and Sales Management
Responsibility: Roger A. Kerin, Steven W. Hartley.

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